Title | CAMPAIGN "HORLICKS NUTRIQUEST" |
Brand | GLAXOSMITHKLINE CONSUMER HEALTHCARE |
Product / Service | HORLICKS |
Category | A04. Nutraceuticals |
Entrant | GREY GROUP Singapore, SINGAPORE |
Idea Creation | GREY GROUP Singapore, SINGAPORE |
Media | MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA |
Production | POSSIBLE CEE Budapest, HUNGARY |
Production 2 | GROUND CONTROL London, UNITED KINGDOM |
Production 3 | YESSIAN MUSIC Detroit, USA |
Contributing | GSK CONSUMER HEALTHCARE Singapore, SINGAPORE |
Contributing 2 | GEOMETRY GLOBAL KUALA LUMPUR Kuala Lumpur, MALAYSIA |
Name | Company | Position |
---|---|---|
Michael Duffy | GSK | VP/Global Business Lead Family Nutrition/GI |
Tom Wells/Tom Shuttleworth/Jamie Stone/Goodies Narayanan | GSK | Category Marketing Team |
Adam Beczkiewicz/Peter Bikki/Mark Kormondi/Imre Budai/Ferenc Hallgato/Norbert Urban/Daniel Moro | Possible Games | Game Design and Art Team |
Till Hohmann | Grey Group Singapore | Executive Creative Director and VP |
Antonio Bonifacio/Luis Fabra/James Dickinson/Rasiyqah Rahman | Grey Group Singapore | Conceptual Lead and Creative Team |
Brendan Cravitz, Lauren Reilly | Grey Group Singapore | Agency Producers |
Mimi Nicklin/Tom Evans/Penelope Wetherill/Celestine Quek/Sanjana Chappalli/Leong Chen Kang/Suresh Ramaswamy/Narayanan Goplan | Grey Group Singapore | Client Management and Planning Team |
Tibor Gulyas/Andras Nagy | Possible Games | Lead Developer/Project Director |
Kornel Meszaros/Tamas Varga/Jozsef Pesti | Possible Games | Programming Team |
Gloria Gyori/Gabor Megellai/Gabor Radi | Possible Games | Quality Assurance Team |
Thierry Marchand | Ground Control Films | Director |
Michael Stanish/Phoebe Scott/Mark Gregory/Rachel Wright | Ground Control Films | Production and CG Supervision Team |
Chris Hutchinson/Ian Potsos/Anneli Larson/Luke Satiani/Ben Mars/Eduardo Castells/Richard Kleiner/Jaime Fernandez/Niovi Phinopoulou/Boris Kossmehl/Dan Willers/Conor Ryan/Dan Lane/Omar Sarmiento/David B | Ground Control Films | 3D Design and 2S Compositing Team |
Alessandra Milani/Valentina Ventiniglia/Theo Davies/Ben Vince/Jill Wooster/Giles Angel/Rob Ison/Manuel Tanon Tchi/Julien Rossire | Ground Control Films | Editing/Retouching and Concept Artist Team |
Jim Jakala/Andres Williams | via Ground Control Films | Voice Actors |
Brian Yessian | Yessian Music | CCO |
Mike Baluha/Benjamin Lantz/Philippe LeSaux/Scotty Gatteno | Yessian Music/Sound Design | Game and Trailer Sound Design/Mix/Music Editing Team |
Maddy Rao | Mindshare | Managing Partner, Global Planning |
Cindy Chia/Zarak Khan/Chrissea Soo/Tan Wei Mei/Ivy Loh | Mindshare Malaysia | General Manager/Associate Director/Manager Planning TeamGSK/Implementation team |
Sebastian Quek/Natalie Ho/Peter Yeo/Diyana Siyafiqah | Grey Group Singapore | Digital Creative Team |
Stacy Wallace/Rida Alvi | GSK (Malaysia) | General Manager/Senior Brand Activation Manager |
Dessi Lavery/Rasyidi Rahman | GSK | Area Marketing Team |
Michelle Chee/Zen Yee Thian/Anne Oh | Geometry Malaysia | Account Management Team |
Stella Soong/Jesmine Lum/Kong Yi Kim | Geometry Malaysia | Activation Team |
Chui Tuck Loong/Kevin Lou/Rudy Zulkifly/Tony Lim | Geometry Malaysia | Creative Team |
In Malaysia, Horlicks already convinced thousands of mothers in past years by providing powerful facts: Horlicks is scientifically proven to enhance the growth and development of children - it helps them grow tall, strong and sharp. No wonder mothers think it's good. But getting kids to demand it, ideally pestering their moms to buy more: that wasn't a reality yet. We identified the brand lacking appeal for children. Simply put: kids didn't think it was great, making it hard for moms to get them to have it every day. This had to change in order to substantially grow share and sales. Driving kids' love became the main objective. A branded entertainment platform with a state of the art mobile game at its heart was seen as the ideal tool to gamify everything Horlicks stands for. Moving from messaging mere facts to delivering engaging fiction - with Horlicks NutriQuest.
A powerful narrative binds together everything, tapping into the archetypical theme of good versus evil. The story: the Horlicks factory has been captured by the robot-army of an evil scientist wanting to stop children from growing tall, strong and sharp. Only kids can stop him - led by a group of four child heroes. Hence the motto: Are you tall, strong and sharp enough to save the world? This became the call-to-action across all channels in three phases. First, storyline and characters were introduced in a cinematic trailer, with social media takeovers as well as on their dedicated website. Second, digital advertising and gamezones in malls were used to get kids to experience NutriQuest, purchase and redeem merchandise. Third, special edition packs with unique codes to unlock bonus arcade games and special merchandise closed the loop. Pushed via in-game messaging, in-store theater and promotional TV, they drove sales.
In the first few months since the launch in March 2016, the number of downloads has reached to 113,367 on both Android and iOS platforms. 2000+ NutriCoins and 20,999 items of merchandise were redeemed. The game, for 6 weeks, remained in Top 100 games on Google Play. The total reach was 24 million digital impressions - nearly the entire population of Malaysia. All of which, led to 36% increase in sales.
The mobile game, Horlicks NutriQuest, is the "gamification" of everything the product delivers - done in highly detailed 2.5D. The game was linked to product purchase - special packs contained codes to access exclusive unique arcade-type games and merchandise. Malaysia's major malls and supermarkets were turned into game zones, where kids could experience NutriQuest in real life, where moms could purchase Horlicks and redeem the limited edition merchandise. Social media guided the parents on how to redeem the merchandise, outside of the game zones.
Unable to directly address children online, we first activated moms - seeking their buy in and approval, so they allow kids to use their mobile phones to play the game. This involved social media, direct marketing and online media (trailer video, banners) - all about the exciting storyline and the "good and safe to play" game with a call-to-action "Are you tall, strong, and sharp enough to save the world?". In the game, we deployed messaging and constant feedback to get the kids to rate and share. In-store activation, special displays, play zones and special edition packs as well as promotional TV then linked the game to the product, in-pack codes and special merchandise.